iPhone 17 Price Increase: Smart Move or Risky Gamble?

Apple may be preparing to raise iPhone prices for the first time in nearly a decade, and the potential move is sparking debate. Rumors suggest the iPhone 17 lineup will debut on September 9 with a $50 hike across the board. That means the base iPhone 17 could start at $849, while the iPhone 17 Pro may begin at $1,149.

On top of that, Apple might drop the 128GB entry option for the Pro model, mirroring its strategy with the iPhone 15 Pro Max, effectively pushing buyers to higher-priced storage tiers.

For many, this reinforces the iPhone’s reputation as an overpriced status symbol. Yet it’s worth noting that Apple’s flagship isn’t the most expensive phone on the market – foldables from Samsung and others often cost far more. In fact, considering inflation and component improvements, iPhones have arguably become a better deal over time. Back in 2017, the iPhone X shocked buyers at $999, a figure that would be about $1,300 today. By that logic, Apple can argue its Pro models are cheaper in real terms.

Still, context matters. Prices for consumer tech and services have been climbing across the board. Sony and Nintendo have raised console prices, Microsoft increased Xbox hardware costs earlier this year, and streaming platforms like Spotify now openly treat price hikes as part of their long-term playbook. Even Apple recently raised the monthly fee for Apple TV+, though its annual subscription remains unchanged, hinting at a more strategic approach than simple inflationary adjustments.

Competitors show a mixed picture. Google’s Pixel 10 Pro still starts at $999, unchanged from previous years, while Samsung bumped the Galaxy Z Fold 7 by $100 but left the Z Flip 7 steady at $1,099. With the Galaxy S26 looming, all eyes are on whether Samsung follows Apple’s lead.

The bigger question is whether raising iPhone prices now makes sense. Higher costs risk slowing upgrade cycles, especially during a global cost-of-living crunch. Apple’s own earnings call revealed tariffs already cost the company $800 million last quarter, with another $1.1 billion expected soon. But despite those headwinds, Apple’s profits hit record highs. That suggests the company can absorb the impact without passing it directly to customers.

Holding the line on iPhone 17 pricing could benefit Apple in the long run – softening its luxury-brand image, attracting price-conscious buyers, and putting pressure on rivals like Samsung. Conversely, another price jump risks driving consumers toward more affordable Android devices. The iPhone has never been cheap, but right now, stability might be Apple’s smartest strategy.